Armani is a unique case in the history of Italian fashion and entrepreneurship. Founded in 1975, the Armani Group is the first Made in Italy multinational. Giorgio Armani is still the creative soul and sole administrator of a company that closed in 2023 with a growing turnover of 2.45 billion euros. This book starts with two fundamental questions: What is unique about this extraordinary business case? And what is repeatable? Through a review of some key aspects - product, pricing, distribution, marketing, equity and future - and through a detailed analysis, with some " surprising" curiosities about the man and the company, this book tells the story of an entrepreneur and an Italian icon.